Defying commoditisation in your market

Richard Storey

This paper discusses the importance of the relationship between brands and price, and argues that reducing prices is not always the best solution in securing long-term success and beating consumer apathy within a particular market.

Defying Commoditisation in your Market

Richard StoreyM&C Saatchi

This chapter concerns one of the most damaging phenomena in business – consumer indifference.

Markets where customers are uninterested in their choice of brand or service tend to destroy value over time, rather than create it. That's because businesses in such markets learn at first hand how to deploy the single most powerful marketing weapon at their disposal – not advertising, but price.

Decreasing price to increase a brand's fortunes is a dangerous drug. Whilst its effects are often dramatic and instantaneous, its repercussions are insidious and long-standing. Businesses that chase...

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